Author: Lis Hubert

Lis is an acclaimed design and strategy thought leader, writer, and speaker with extensive expertise in Digital Strategy, Customer Experience, Information Architecture, and Design Thinking. As founding partner of CX by Design, she has made it her mission to help companies meet their strategic goals. She does so by making the invisible visible through research, making the complex simple through her unique perspective, and bringing understanding and meaning through expert facilitation. With over a decade of designing successful products and strategies for clients of all sizes, her passion lies in helping her partners think holistically about driving and enacting real change. Lis helps businesses not only increase their bottom line but also their longevity through customer loyalty. When not tackling complex strategic problems, you can find Lis doing her best to enjoy the human experience to the fullest.

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sailboat on the sea, under the stars at night
Information Architecture / UX Design

The Dream of a More Human Navigation Realized

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Using the customer intentions method to humanize our virtual worlds In the 2010 Sci-Fi film Inception a professional thief is offered a chance at erasing his criminal history if he implants one person’s ideas into the subconscious of another person. He aims to do this by crashing the second person’s dreams. He hires a graduate architecture student to design the dreamscapes.  To design each space of the dream, she must align with the thief/dream crasher’s need to easily and intuitively

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people walking in a maze
Content Strategy / Findability

Forget the Trail of Breadcrumbs

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Enterprises often have a simplistic understanding of navigational structures in UX Design. Companies shy away from messing with known organizational schemas for fear that their users or customers will become confused and run away. We don’t give our users enough credit. As a result, most software navigational structures either reflect hierarchical departmental company/brand organization (because how can users be confused by that?), or a very top-heavy list of bucketed themes loosely based on general product “themes”  (hello Amazon!). 

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